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All Journal qolamuna : Jurnal studi islam Jurnal Ilmiah Edunomika (JIE) Jurnal Multidisiplin Madani (MUDIMA) Jurnal Pengabdian Mandiri Journal of Research and Development on Public Policy INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Adpertens ; Jurnal Ekonomi dan Manjemen Journal of Ekonomics, Finance, and Management Studies
Shohib Muslim
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : El-Mal: Jurnal Kajian Ekonomi

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Sosial Media Marketing Sebagai Moderasi Pengaruh Content dan Event Terhadap Customer Engagement Farida Akbarina; Eva Fathussyaadah; Shohib Muslim; Muhammad Hery Santosa; Abdul Razak Munir
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.6425

Abstract

Social media has become an important platform in building and maintaining customer engagement. So social media is the most effective way to increase customer engagement towards products or services. In this study, this study uses quantitative research. This study aims to determine social media marketing as a moderation of the influence of content and events on customer engagement. This study focuses on e-commerce customers, by applying the Non-Probability Sampling technique to determine the sample. And the population obtained in this study was 200 respondents. The analysis technique in this study used Smart PLS. The results of this study found that content and events have an effect on customer engagement. Social media as a moderating variable is able to moderate the influence of content and events on customer engagement.
Co-Authors Abdul Chalim Abdul Razak Munir Anita Widyawati Asri Agustiwi Chatarina Umbul Wahyuni Desi Syamsiah Egidius Fkun Eva Fathussyaadah Eva Yuniarti Utami Fadloli Fadloli, Fadloli Farida Akbarina Geofakta Razali HAIRUS HAIRUS Hakkul Bahiz Mahdani Hudriyah Mundzir Ida Ri'aeni Joni Dwi Pribadi Katili, Andi Yusuf Khrisna Hadiwinata Loso Judijanto Mohammad Anwar Muhammad Hery Santosa Muhammadong Muhsin Efendi Nana Suryapermana Nandaru Ramadhan Rulam Ahmadi Sanita Dhakirah Sari, Ade Risna Syamsu Rijal